"AR try-on" enters the second half
All online scenes are recognized
A few days ago, the American beauty giant Coty Group announced that it will deploy contactless fragrance testing in all retail stores around the world in the next 12 months.
This news brought back the long-awaited "contactless trial" in the beauty field.
Three years ago, as AR technology became the “sweet and pastry” in the field of science and technology, major beauty brands also tried the water, but they never became the climate.
Nowadays, brands are eager to try AR makeup again.
What's different this time?
Text, Picture/Long Lele, All Media Reporter, Guangzhou Daily
Visit: The offline makeup mirror is a bit "cool"
"AR makeup mirror" is a concentrated expression of AR beauty technology.
It simulates the real makeup effect through face recognition and AR technology. Consumers can display the makeup effect by facing the smart camera.
At the same time, you can click on the corresponding product on the makeup mirror to view makeup effects from different angles, switch products, and other effects.
Among them, some brands claim that their makeup mirrors can analyze skin color and skin quality through the lens to achieve product recommendations.
The reporter visited and found that the current layout of AR makeup mirrors is indeed much more offline. In addition to many brand stores, retail stores such as Watsons and Sephora have also introduced them.
However, the actual usage is not as enthusiastic as the discussion.
In the M·A·C store located in Grandview Plaza, the reporter wanted to use the AR makeup mirror because he wanted to buy it, but was told by the clerk that he could not try makeup.
The clerk said that this makeup mirror is just an iPad, which can be used to search for products of the brand on a certain grass platform, and then the clerk will match the colors.
In the Estée Lauder store, when the reporter expressed his wish to use the makeup mirror to test the color, the clerk also said very kindly: the makeup mirror has a color difference, and it is recommended to use the actual color test.
It can be seen that although AR makeup mirrors are gradually becoming the standard equipment of offline beauty mirrors with the rise in popularity, the problem of the mismatch between the use scene and the consumption scene has not been solved.
"I have already come to the store, why not try real products but try on virtual makeup?" Beauty enthusiast Yuki pointed out the contradiction.
Market: High conversion rate of online makeup trial
Nowadays, big-name cosmetics that have been conservative with various "beauty technology" have begun to try online makeup, and luxury brands such as Chanel and Armani have also launched related applications.
The reporter clicked to enter a big-name cosmetics applet, and as long as he clicked to enter the relevant product, a significant "test color now" page would appear.
On the whole, the color rendering has been greatly improved compared with before, and the entire trial and purchase process is also very smooth.
In addition, unlike the previous AR makeup trial, with the explosion of social platforms and the brand's own e-commerce business, the AR makeup trial online ushered in a high conversion of sales.
According to a survey conducted by the independent research company Intage, taking data from Japan as an example, the shopping conversion rate of AR makeup APP users is 1.6 times that of non-APP users, and the purchasing power of the former is 2.7 times that of the latter.
The AR trial function in the APP has increased the sales of beauty makeup by 2~6 times.
"There are a group of consumers who are fans of online shopping, and they are the main target of online makeup testing." An e-commerce business operator of a makeup brand told reporters that many young consumers do not like to go to offline stores to try makeup. In the past, they Mainly rely on reference bloggers to test color to "blindly buy". At this time, if AR makeup can provide them with a more accurate reference, the repurchase rate will be higher.
At the same time, part of the makeup app has now also achieved linkage with social platforms, and can directly link product-related information in the “try makeup” information shared by others, so that users can “AR makeup” and quickly transform it into actual purchases. , The consumption scene on the whole line has been formed.